SEM1 3.02 A - Promotion

1. SEM1 3.02 A - Promotion PE - Understand promotional channels used to communicate with targeted audiences. PI - Explain advertising media used in the sport/event industries.

2. Define Advertising Media • Advertising Media: • Channels of communication– information travels through them to consumers. • Types of Advertising Media: • Publications • Broadcast Media • Direct Mail • The Web • Out of Home Media • Other Media

3. Types of Publication Media • Publication (Print) Media • Includes newspapers and magazine that are printed on a regular basis • Types: • Newspapers • Magazines • Journals

4. Types of Newspaper Advertising • Based on: • How often they are published: daily, weekly • Their size: broadsheet size, tabloid size • What geographic areas they cover: national, locally • Whom they are intended to target: • Wall Street Journal focuses on business

5. Print Advertising Advantages & Limitations • Advantages: • Reaches a large audience • Low cost, quick, and easy to produce • Anyone can place an ad, so it is popular among businesses • Variety of advertisement size and pricing • Reaches customers daily • Target a specific geographic market. • Ex: Charlotte Observer and South Charlotte Weekly • Limitations: • Wasted circulation. • Short lifespan. Discarded shortly after reading. • Poorer color and print quality

6. Categorize types of Magazines • Consumer Magazines • Read for personal enjoyment • Target a very specific audience, people who enjoy reading about celebrities, sports, or computer games • People, Sports Illustrated • Business Magazines • Appeal to individuals in all different industries. • Business Week, Fortune

7. Magazine AdvertisingAdvantages and Limitations Advantages: • Wider circulation. • Readers tend to keep magazines for a long time. • High quality color and pictures • Target market based on demographics. • Ex: Sports Illustrated for Kids • Target market based on interests. (Psychographic) • Ex: Golf Digest Disadvantages: • Professional Preparation needed - raising the costs • Lengthy preparation times - information is less timely • Expensive

8. Types of Broadcast Media 1. Television • Network TV advertising (ABC, CBS, NBC, Fox) • Reaches a very broad audience • Extremely expensive • Cable or Satellite • Targets a more specific audience • Less expensive than network TV • Local • Relatively inexpensive • Highly specific audience • Infomercials: 30-minute commercial (QVC)

9. Types of Broadcast Media Cont’ • Radio • Effective and affordable way to reach your target market • Targets a very specific group of consumers

10. Television Advertising:Advantages and Disadvantages Advantages: • The experience of color, sound and action makes it believable and easy to remember • TV is the most influential, best-selling type of ad media Disadvantages: • Very High Costs • Message has short lifespan • Lengthy productions times

11. Radio Advertising:Advantages and Disadvantages Advantages: Consumers listen in cars, home and at work Low costs Short preparation time Target specific geographic markets Target specific demographic markets Ex: Spanish-speaking stations Target specific psychographic markets Ex: Sports, Country, Top 40 Disadvantages: Does not provide a visual impact Message has short lifespan Commercial Clutter I-pods, I-pads, E-books, Cell phones . . . Who is listening to radio?

12. Types of Direct-Mail Advertising Direct Mail:Advertising that is distributed directly to the potential consumer through the mail. Types: Printed mail Electronic mail

13. Direct Mail Advertising:Advantages and Disadvantages Advantages: • Little wasted circulation • Can be very cost effective • Target market can be segmented in many ways • Customer Specific • Personally address the customer • Results are easy to measure Disadvantages: • Can be considered “junk mail” • Increasing cost of postage

14. Explain Advertising on the Web • Fastest growing media outlet • Can target a very specific audience • Track user response (who is responding to ads) • Builds brand awareness • Extend advertising reach beyond the local market • To advertise online • Create a company website for customers to learn about the business, contact info, locations and place orders

15. Types of Out-of-Home Media Any type of message that reaches the customer outside of their home. Types: Poster Panels/Billboards Spectaculars Transit posters Indoor billboards Human directionals

16. Out-of-Home Advertising:Advantages and Disadvantages Advantages: • Repetitive Viewing. • Target specific geographic area. • Exposure 24/7. Disadvantages: • Only a short message. - Due to low exposure time. • Limited segmentation.

17. Types of “Other” Advertising • Specialty media remind people about your business • must have business name or logo • Must be useful (pen, baseball cap) • Must be given away • Directory advertising • Informs people about how to contact businesses with a street address or Web address • Movie theater advertising

18. Types of “Other” Advertising cont’ • Product placement • Manufacturers pay millions for the right to use their brand as movie props • Telemarketing • DVD and CD-ROM advertising • Short Messaging Service (SMS): ads over text messages • Smishing: illegal activity that involves posing as a financial institution or other business and sending fraudulent text messages requesting personal infomraiton • Human billboards: ads placed on arms, chests, foreheads, etc.

19. Examples of “Other Media” • http://neadcorp.com/vid/ • Grocery store carts • http://www.adventureballoon.com/advertising.htm • Hot air balloons

20. “Other Promotional” Media advantages disadvantages • Reach target market in a friendly, casual manner • Low cost per contact • Market segmentation use is very good • Customization • Message is ignored • Consumers are not focused on your subject matter • May not be your target market consumers • Lack of good method to measure effectiveness

21. Trends in Advertising Media • Social Media • Twitter and Facebook advertising • Advertising on sports uniforms • NBA just approved for 2012-13 season • Commercials before YouTube Video